Case Study
Hometown
How We Grew Hometown’s Marketplace Sales by 150% While Cutting Ad Spend by 24%
Hometown – leader in the Furniture and Home Category operates with a large catalogue and brand recognition to drive meaningful business.
Furniture and home products involve higher consideration, larger ticket sizes and stronger dependence on product imagery, reviews, specifications and price-value perception before a shopper converts.
The opportunity was to extract substantially more revenue from the existing marketplace ecosystem without solving growth simply by spending more on advertising.
That created a harder performance mandate: increase sales while simultaneously making the entire advertising engine more efficient.
Key Business Challenge
Build a marketplace growth system that could generate significantly more revenue from Amazon and Flipkart while reducing advertising investment - making better campaign architecture, discoverability and conversion efficiency responsible for growth rather than incremental spend.
Campaign
Marketplace – Amazon & Flipkart
Industry
Furniture & Home
Key Growth Levers
Amazon | Flipkart
Before Re-architecting, We Diagnosed
Where More Advertising Wasn’t Creating More Growth
Budget Wasn’t Following Productivity
Paid Visibility Had Room to Stretch Further
CVR Was Limiting Media Efficiency
From Buying More Traffic to
Making Every Advertising Rupee Work Harder
Removed Keyword Cross-Bidding
Broad + Phrase Match Expanded Discovery
#ROI
Budgets Followed ROI
Continuously reallocated investment towards campaigns demonstrating stronger ROI, while reducing spend where incremental advertising wasn’t generating sufficient returns.
CPCs Managed for Reach, Not Position at Any Cost
Lowered bids strategically to extract more clicks and visibility from available budgets rather than overpaying for individual auctions – expanding the productivity of the campaigns.
Listings Worked Harder After the Click
We treated marketplace profitability as a combination of media efficiency + discoverability + listing conversion. Instead of increasing budgets, we systematically removed inefficiencies from each layer so the same - and eventually lower - advertising investment could generate substantially more business.
Results Over the
Engagement Window
The strongest result wasn’t the 150% increase in sales in isolation.
It was the direction in which the underlying economics moved while achieving it.
Hometown generated 2.5x the marketplace sales while spending 24% less on advertising – resulting in a 100% improvement in TROAS.
Our Learnings
We Don’t Just Scale Spends
Marketplace growth doesn’t always require higher budgets. Removing structural inefficiencies can unlock substantial headroom before incremental spend becomes necessary.
Keyword overlap is a hidden profitability leak. When campaigns compete against themselves, brands can end up paying more to access demand they already had.
Lower CPC isn’t automatically better - but when managed alongside relevance and conversion, it can dramatically expand how much productive traffic a fixed budget can access.
Media and listing optimisation cannot be separated. Better traffic economics compound only when the product page is capable of converting the incremental visibility.
For us, marketplace growth isn’t about spending more to sell more – it’s about building an engine where better advertising economics, discoverability and conversion allow revenue to outgrow investment.